MAM (Media Asset Management). Introduction of MAM digitization in TV channels in Spain

Authors

DOI:

https://doi.org/10.4185/RLCS-2017-1204

Keywords:

television, history, technology, media asset management, digitization, video tape recorders

Abstract

This work analyzes the introduction in Spain of the first systems of production and television broadcasting based on computer files technology, also known as MAM (Media Asset Management). The establishment of the different MAM systems as a digitization, has meant the replacement of the technology based on video tapes, due to the obsolescence of this system. Methodology: This work also establishes a parallelism in the MAM digitization between CNN (Atlanta, USA), Telecinco-Spain and Telemadrid-Spain. Results: this study seeks to gather information on the consequences of the change in the workflow on television that MAM digitization carries with it. Discussion: Implementation of MAM technology has meant a profound transformation of the basic processes of the production system in television. Conclusions: this paper deepens on the labor transformations of the different jobs that involved the adoption of the first MAM systems in the three television stations analyzed CNN (Atlanta-USA), Telecinco-Spain and Telemadrid-Spain.

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Author Biographies

Rubén García-Loureda Díaz, University of Santiago de Compostela

PhD in Audiovisual Communication by the University of Santiago de Compostela.

From 1985 he has combined his work as producer for Televisión de Galicia (TVG) with making advertising campaigns, institutional videos and documentaries. His TV shows have been awarded several prizes.

He has received a Barrié Foundation Grant in 1991-1992 in order to study a Master’s Degree in Television, Radio and Cinema at Syracuse University. He worked for the subsidiary station of the Public Broadcasting System in Syracuse (WCNY-PBS), New York (USA). Later that year he joined the TVG, where he has been producing and directing music, talk and performance shows.

He has obtained several awards for his TV shows and documentary videos. In 2001 he became an Associate Professor at the University of Vigo, where he has taught from 2001 to 2008, in the Degrees if Advertising, Public Relations, Audiovisual Communication and Technical Telecommunication Engineering. Since 2008, he has been an Associate professor of Audiovisual Communication at the University of Santiago de Compostela in the degrees of Journalism and Audiovisual Communication.

He has made research stays at several UK universities, as well as the BBC, France Télévisions and CIRCOM (Professional Association of Regional Public Televisions in Europe-Cooperative Internationale de Recherche et d’Action en matière de Communication).

He does research in the field of Audiovisual Technology and labor and technological transformation in the new communication media.    

He has been a member of the Managing Board of the Galician Academy of the Audiovisual and he is currently a member of the Galician Academy of the Audiovisual, the Academy of Arts and Sciences of Spanish Television, and the International Federation of Journalists.

Oswaldo García Crespo, University of Vigo

PhD in Audiovisual Communication by the University of Santiago de Compostela, I have carried out research stays at the Universidad Lusófona de Lisboa (Portugal), Federal University of Santa Catarina (Brazil) and Costa Rica University. I have taken part in international research projects such as the CIAKL project (EAC/19/2011, financed by the European Commission), aimed at improving the teaching quality of programs linked to cultural industries related to digitization processes.  I have also taken part in national competition projects linked to INCITE (10SEC362025PR). My research lines are associated to the digitization of productive processes and digital composition in real time.

Member of the SEPCOM Research Group and the Educational Innovation Group in Digital Media and Participatory Learning (MDAP).

Producer with more than a decade of experience in the audiovisual sector, I have worked both in private and public production companies, making children’s, music and fiction programs. As a freelance producer, I have participated in the making of music videos, technical assistance for video-installations and the construction of visual and sound spaces for plastic artists or stage shows.

Silvia García Mirón, University of Vigo

PhD in Advertising and Audiovisual Communication by the University of Vigo. She has carried out research programs at the Complutense University of Madrid, Buenos Aires University (Argentina), Instituto Superior de Ciências Empresariais e do Turismo (Porto, Portugal) and the British Film Institute (London, United Kingdom).

She has taken part in national competition projects: Retos Program with the project “Public communication, transparency, accountancy and participation in local governments (GlobalCom) (CSO2013-46997-R)” and the project linked to INCITE “Documentary Fund of advertising in Galicia. Indexing, analysis and dissemination of Galician commercials from the 19th century (10SEC362025PR)”.

She is a professor at the Audiovisual Communication and Advertising Department. (University of Vigo) where she teaches subjects related to the television medium and the promotion of audiovisual products. She is also the Academic Secretary of the Faculty of Social and Communication Sciences.

Her research lines focus on the study of the television medium (programming, identity, content, creation of synergies with other media) and the promotion in the audiovisual environment.

She has been member of the organizing committee of various international conferences, such as the XIII International Conference Ibercom 2013. Culture, communication and power; International Conference Lusocom 2014. “A construcción da(s) identidade(s) a través da comunicación”; or the IV International Conference of Videogames and Education (CIVE2016). She is a member of the Directory of External Evaluators of research projects of the Pontificia Universidad Católica of Peru.

She is a member of the Research Group SEPCOM and of the Educational Innovation Group in Digital Media and Participatory Learning (MDAP)

Index H= 5

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Published

2017-09-16

How to Cite

García-Loureda Díaz, R. ., García Crespo, O., & García Mirón, S. (2017). MAM (Media Asset Management). Introduction of MAM digitization in TV channels in Spain. Revista Latina de Comunicación Social, (72), 998–1009. https://doi.org/10.4185/RLCS-2017-1204

Issue

No. 72 (2017)

Section

Miscellaneous
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